Evicted - Help thousands of people living on the streets for free with 0.5% of your personal income tax (IRS)
Evicted - Help thousands of people living on the streets for free with 0.5% of your personal income tax (IRS)
They're gone! - Help thousands of people living on the streets for free with 0.5% of your personal income tax (IRS)
The Homeless Condo logo on the typical portuguese cobblestone
The flyer that was given to people walking by the Condo
Description
“Fight fire with fire” was the drive. In a gentrified context where real estate luxury investments, luxury hotels and real estate agencies rule the land getting entire families evicted, an NGO dedicated to help the homeless stands up exposing this absurdity by marketing an ironical and cynical real estate project for the homeless, “The Homeless Condo”.
Using all the tools and crafts real estate agencies do, from videos to window posters, internet posts and ads, flyers, promissory contract and a press conference setting for launching the enterprise, we put ourselves in the line of fire, taking chances creatively by dragging the target to a grey area. The debate sparked: “Is this a joke, did they really go that far?” “Is this a bold move or just bad taste?”, “Was it really CVP doing this? They usually are so straight communicating” were some of the comments around the campaign.
This professional campaign titled 'The Homeless Condo' was published in Portugal in April, 2024. It was created for the brand: Comunidade Vida e Paz, by ad agencies: Lola Normajean and MullenLowe Group. This Direct, Experiential, and OOH Outdoor media campaign is related to the Public Interest and Public Utility industries and contains 7 media assets. It was submitted 13 days ago.
Credits
Advertising Agency: LOLA Normajean
Production Company: The End Films
CCO: Leandro Alvarez
ACD: Nuno Peixoto
Art Director: Rodney Gontijo
Copywriter: Nuno Trindade
Strategy: Matilde Silva Gomes
Account Management: Vanessa Henriques / António Quinta
Tv Producer: Sandra Augusto
